Alex Sotelo

Owner of Alex Sotelo Cellars

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Alex Sotelo was born in Jerez, Zacatecas, Mexico, and came to the United States in 1991, when he was 18 years old. The move from Mexico to the U.S. was a very stark transition for Sotelo. “The experience that I had adapting to this new and different form of living was like beginning to learn to walk,” Sotelo remembers. Having participated and worked in nearly all aspects of the wine industry, as well as having studied Viticulture and Wine Making in college, he became a winemaker and established Alex Sotelo Cellars in 2002. Today, Sotelo’s business makes and sells wine, and also provides advising services for vineyards and wineries. Sotelo’s wines have even been poured in the White House.

The challenges Sotelo has faced in establishing his business include finding access to capital, gaining market credibility, and establishing a brand. Alex has been inspired by many people, but his biggest influencer and mentor, Robert Pecota, gave him the opportunity to reach for his dreams, and the encouragement to achieve them — Alex spent 12 years producing and managing Robert Pecota Winery wines. Without also the moral and economic support he received from his family, he would not be where he is today.

“The best advice that I got is to be responsible for all of my actions as well as those of all that participate in my business. My advice that I would give to new business owners is to educate themselves about the industry, make a medium-range plan, and have mentors who know about your industry” Sotelo offers. For many years now, he has been exposing and educating many Mexican people who participate in the wine industry about the industry’s importance, especially in the Napa Valley. He is proud to be from Mexico and he believes it is important for Latinos to gain more respect in the community. “The Mexicans in the Napa Valley are fundamental to our wine industry, helping to create the best wine in the world.”